What ReFrame Wealth does

ReFrame Wealth, LLC is a fee-only, fiduciary Registered Investment Advisor headquartered in Fairfax, Virginia, operating as an SEC-registered large investment advisor with more than $100MM in assets under management. Founded by Mitch Falter and Jessie Doll, the firm provides comprehensive financial planning services to a narrowly defined persona it calls "life-long learners" — researchers, educators, and innovators — delivered through a five-phase process (ReDiscover, ReImagine, ReCommend, ReAlize, ReView) that emphasizes ongoing advisory relationships over transactional advice.

The service catalog spans seven integrated pillars: Transition to Retirement, Social Security Strategies, Healthcare Decisions (delivered in partnership with LionHeart Eldercare & Consulting), Estate Planning, Investments, Tax Planning, and Charitable Giving. Investment portfolios are evidence-based and globally diversified, with no market timing or speculative allocation. Client assets are custodied at Charles Schwab, and the firm operates a client portal through Tamarac Inc. for account access. The team of approximately 10 includes multiple CFP® professionals, an AIF® designee, and a CFA charterholder, structured under a partner-level ownership model.

The revenue model is a recurring percentage fee on assets under management, billed quarterly directly from client investment accounts, with no commissions, hourly rates, or product-sold compensation. Client acquisition is driven primarily by content marketing (blog, monthly newsletter, organic social on Facebook, Instagram, and LinkedIn) and free consultation calls that convert into ongoing advisory relationships. There are no funding rounds, institutional investors, or acquirer relationships identified; ownership rests with the founders and partner-level employees.

Name

ReFrame Wealth

Legal name

ReFrame Wealth, LLC

Website

https://reframewealth.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

ReFrame Wealth is a fee-only, fiduciary RIA in Fairfax, VA, providing comprehensive financial planning — retirement, Social Security, estate, tax, investments, and charitable giving — to life-long learners (researchers, educators, innovators) under a recurring AUM-based fee model.

Ownership category

akta.pro rank

Product category

Wealth Management and Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Planning–Led RIAs (FSAAACAB)

Keywords

• Financial planning services
• Wealth management advice
• Retirement planning
• Investment management
• Fiduciary advisory

Headquarters

HQ city

Fairfax

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Asset Under Management (AUM) Fee: Fee-only fiduciary financial planning firm. The ReFrame Wealth fee is calculated as a percentage of the assets that are advised on. This fee covers investment management, financial planning, and elder care consulting. The fee is automatically deducted from the client's investment account every quarter, with no separate billing. No hourly rate, no ties to financial product companies, and no commissions or kickbacks for recommending certain investments over others.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

ReFrame Wealth provides fee-only, fiduciary financial planning and wealth management services for individual clients. Its core deliverable is comprehensive, relationship-based financial planning covering retirement transitions, Social Security strategies, healthcare/elder care decisions, estate planning, investment management, tax planning, and charitable giving. Services are delivered through a structured five-phase advisory process and billed as a recurring percentage of assets under management, with no commissions or product sales.

Product overview

ReFrame Wealth is a fee-only, fiduciary financial planning firm offering comprehensive advisory services for life-long learners. The firm provides an integrated suite of seven core services: Transition to Retirement, Social Security Strategies, Healthcare Decisions (via LionHeart Eldercare partnership), Estate Planning, Investments, Tax Planning, and Charitable Giving. The comprehensive planning process follows a five-phase approach: Exploration (ReDiscover), Design (ReImagine), Sharing (ReCommend), Implementation (ReAlize), and Ongoing Support (ReView). The firm also offers ESG-aligned investment options for socially responsible investing.

Differentiator

Problem solved

Functional benefit

Products and services

• Transition to Retirement Financial planning service that helps clients step into traditional retirement, consulting, or new endeavors by turning saved money into a reliable, tax-smart paycheck. Covers Social Security, pensions, retirement plan distributions, and conversion strategies.
• Social Security Strategies
• Healthcare Decisions (Life Care Planning)
• Estate Planning
• Investments
• Tax Planning
• Charitable Giving

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• LionHeart Eldercare & ConsultingcoreStrategic or Co-development PartnerReFrame Wealth has established a one-of-a-kind partnership with LionHeart Eldercare & Consulting, founded by Colleen Duewel (described as a 'Professional Adult Daughter'). LionHeart assists clients with care coordination, care management, and advocacy services including arranging care in homes, advocating with healthcare professionals, and helping with insurance. This partnership enables ReFrame to offer comprehensive Life Care Planning services to clients navigating elder care decisions, whether for themselves or aging parents.
• Charles Schwab & Co., Inc.coreOthersCharles Schwab serves as the custodian for ReFrame Wealth client assets. Selected based on Schwab's long history of serving investors and commitment to data security and privacy. Schwab provides the Schwab Security Guarantee, covering losses in client accounts due to unauthorized activity. Schwab is also a member of SIPC (Securities Investor Protection Corporation), providing additional protection for client assets.
• Savant Wealth ManagementminorStrategic or Co-development PartnerFollowing a 2023 merger between Capital Directions (where several ReFrame team members previously worked) and Savant, the firm maintains a connection to Savant Wealth Management. Some team members transitioned from Capital Directions to Savant during the merger. Elizabeth Vodde joined Savant in 2024. The relationship appears to be historical/organizational rather than a current formal partnership.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Savant Wealth Management: Fee-only RIA formed in part via the 2023 Capital Directions merger; multiple ReFrame partners (McMillen, Bork, Thomason) came from Capital Directions/Savant, making the service model and target client highly comparable.
• True North Advisors: Fee-only RIA providing comprehensive financial planning and evidence-based portfolio management to HNW families, with a fiduciary advisory model and team-based service approach comparable to ReFrame.
• Plancorp: Fee-only RIA providing comprehensive wealth management, estate planning, and tax advisory to HNW individuals and families, similar in scale and service breadth to ReFrame's fee-only comprehensive planning model.
• Halbert Hargrove: Boutique fee-only RIA providing comprehensive financial planning to executives and HNW families — comparable in size, fiduciary posture, and integrated planning service mix to ReFrame.
• Carson Wealth: Large fee-only RIA offering comprehensive financial planning with a multi-advisor partnership model and tax/estate/retirement services — closely aligned with ReFrame's fee-only, planning-led approach serving professionals and HNW households.
• Buckingham Strategic Partners: Fee-only, evidence-based RIA emphasizing academic research in portfolio construction and tax-focused planning — directly comparable to ReFrame's evidence-based investment philosophy and comprehensive planning suite.

Emerging players

• Facet Wealth: Tech-enabled, flat-fee RIA serving HNW individuals through remote CFP® advisors with a digital-first planning model — adjacent to ReFrame's target clientele and service scope but distinct on pricing and delivery model.

Broad incumbents

• Creative Planning: Large national fee-only RIA offering wealth management, tax, estate, and financial planning to HNW clients — overlaps with ReFrame on service categories but at significantly greater scale and geographic reach.
• Mariner Wealth Advisors: National wealth management firm offering comprehensive financial planning, tax, and estate services to HNW households — overlaps with ReFrame across the full planning suite but operates at far greater scale as a national incumbent.
• Charles Schwab Wealth Advisory: Schwab-affiliated RIA service; relevant because ReFrame already custodians at Schwab and competes for the same mass-affluent-to-HNW households via a custodian-led planning offering at lower fee points.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ReFrameWealthManagement
• LinkedInlinkedin.com/company/reframewealth
• Instagraminstagram.com/reframeyourwealth
• Xx.com/reframewealth

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ReFrame Wealth